Oct 31, 2008

Entertainment - India,GEC;Star Plus widens Gap,Colors stays at 2

Sapna Nair

The latest weekly report card for the general entertainment channel (GEC) genre looks more or less unchanged, except for an overall decrease in the pie. STAR Plus remains at No. 1 with 27 per cent share, just like last week, as per TAM data on C&S homes, for 4+ audiences in Hindi speaking markets.

At No. 2 is Colors – for the fourth consecutive week. The GEC’s channel share was 18 per cent in Week 43, down from 19 per cent in Week 42. It has thus moved closer to Zee TV, which has retained its share of 17 per cent in Week 43. Sony Entertainment Television, which had lost channel share, has gathered 7 per cent.

NDTV Imagine and STAR One have both garnered 6 per cent channel share in the week. Sahara One follows them with 5 per cent. Now, there are three channels vying for No. 4 rank in the GEC space: Sony, NDTV Imagine and STAR One. 9X has increased its channel share to 5 per cent.

Bidaai lost once again to Balika Vadhu last week. After topping the TVR lists for several weeks before the runaway success of Balika Vadhu, Bidaai recorded its highest ever TVR of 8.8 in Week 42. But in Week 43, it got a TVR of only 6.9. Balika Vadhu’s viewership ratings have jumped from 6.8 in Week 42 to 7.5 in Week 43, the highest it has managed so far.

Ashwini Yardi, programming head, Colors, says that it has been a steady rise in TVRs for the show. “Constant word of mouth has brought new viewers to the show and loyal viewers have stayed put,” she observes. Yardi is confident that in the next few weeks, the TVR for the show will reach double digit figures.

Jai Shri Krishna has also increased its viewer following – it has gone up to 5.1 in Week 43 from 4.3 in Week 42. The new entrant in the Top 5 list is Raja Ki Aayegi Baarat with a TVR of 4. The TVRs of other top shows such as Kis Des Mein Hai Mera Dil and Kasamh Se have dropped marginally. Meanwhile, new shows such as Maayka and Nach Baliye 4 have made their way onto the list.